The status of marketing automation in martech stacks varies depending on the business. Some marketers are going into their second decade of automation, but may be considering moving to a different solution, while others involved in digital transformation to get started now. Regardless, of the level of expertise with automation, some universal best practices have to be implemented.
“A lot of the initial decision-making with automation lies with what channels are most important to your company, what resources you have and what is available to manage those channels, said Justin Sharaf, VP of Marketing at Jahia Solutions, during a recent episode of MarTech Live. “You may have marketing automation on three or four different platforms, but if you can’t stitch them together, you are not taking full advantage of your resources. Look at what technical resources you have available to stitch different platforms together.